and select a market from the list for which you have access to Qualitative TV data.A Qualitative Multi-Media Ranker is used to analyze Radio listening, Newspaper usage, and Television and Cable viewing tendencies among a target group within specific stations and time periods, all combined within the same report. This allows you to compare and rank the usage of these different media by your target audience.
Available media varies by the qualitative service provider. All media may not be available for all qualitative services.
You can view or print PDF versions of each report view. You can also export the report to a comma-delimited .csv file which will look like the table view without formatting.
• Qualitative Multi-Media Ranker table - A vertical orientation that allows you to use the most possible estimates. It shows selected radio stations, newspapers, TV stations and time periods grouped by demo.
• Qualitative Multi-Media Ranker graph - A horizontal or vertical bar chart based on the sort estimate and selected demo to graph. Click the Stations to Graph link in the parameters pane to narrow the report contents even more.
• Pop/Intab view shows the qualitative population and in-tab. This same information also appears at the bottom of the one-page printed report.
To create a Qualitative Multi-Media Ranker report:
1 Create the report:
• Select the Research tab, and then select the Radio sub-tab.
• Click and select a market from the list for which you have access to Qualitative TV data.
The Qualitative Multi-Media Ranker report requires qualitative data from Scarborough, Scarborough Mid-Tier, or Retail Direct. All media may not be available for all qualitative services.
• On the Qualitative Rankers section, at the top of the Radio sub-tab, select the Multi-Media Ranker check box.
• Click Generate Report.
2 Select a qualitative survey.
3 Select one or more demos:
• Choose gender and an age range.
• Click check boxes to change ethnicity settings.
The default is All. Click the All check box to clear it and select other ethnicity combinations. If you limit the ethnicity and there aren't enough respondents Tapscan alerts you with a message.
• Optionally, type a name and click Save to keep your selections as a favorite.
• Click OK.
4 Select the target audience:
• Click the Qual Category: Who do you want to look at? link.
You can run the Qualitative Multi-Media Ranker without qualitative data and base the report on the demo and geography alone. Use the Run Report Without a WHO or Clear WHO button to remove any selections.
• Select items from the Category, Question and Answer boxes:
– You can highlight categories, questions, or specific answers.
When you select a single category, all questions and answers associated with that category are automatically displayed in the Questions list. When you select a single question, all answers associated with that question are automatically displayed in the Answers list.
– Click the Add Selections button to add your selections to the selected box.
You can add answers to either list. You can also click the AND/OR toggle link between answers to switch.
– Optionally, type a name and click Save to create a favorite.
The name can contain letters, numbers, or special characters.
• Click OK to save your choices.
5 Select rows to include in the report:
If you have already selected rows for Radio, TV, or Newspaper Rankers contained in the same report group, the same row selections are applied to your Qualitative Multi-Media Ranker.
• Click the TV Station*: WHAT Stations do they use? link to select TV Inventory Rows.
See Qualitative TV Ranker for more details.
• Click the Radio Station*: WHAT Stations do they use? link to select Radio Stations.
See Qualitative Radio Ranker for more details.
• Click the Newspaper*: WHAT Newspapers do they use? link to select newspapers.
See Qualitative Newspaper Ranker for more details.
6 Change the parameters as desired. See Related topics... for more information.
7 Click Apply Changes to generate the report.
• Use only those estimates that:
– Are requested.
– You understand.
– You can explain to non-agency clients in an easy-to-understand manner.
• Don't cram your ranker full of estimates just because they are available. Keep it focused on the estimates that let you tell your story.
Related topics...